Benson & Hedges aims to reverse the trend of consumers switching from premium brands to budget cigarettes with the launch of a 14-stick pack.
Both its Gold and Silver brands will come in 14s from September 1. The price of each stick will remain consistent with a 20-pack, with Gold 14s having an rsp of £3.49 and Silver available in price-marked packs of £3.10 to ensure it competes with the bottom tier brands.
Jeremy Blackburn, Gallaher trade communications manager said: “Putting B&H Gold at £3.49 brings the brand into the realm of people that have traded down, and allows people to trade up to a premium product at a price they can afford.”
Cigarette volume sales fell 2.8% in 2004, with smokers trading down to value-for-money brands such as Mayfair and Lambert & Butler [ACNielsen, 52 w/e November 2004].
Research by B&H found the average consumer smokes 14 cigarettes a day.